As summer gets underway, social media feeds are flooded with hundreds of swimwear campaigns featuring ‘flawless’ models and heavily photoshopped images.
But one Australian swimwear company has busted the ‘bikini body myth’ with their new Embrace Summer campaign featuring ‘the five bodies of summer’.
Swimwear Galore, a family owned swimwear company based in Victoria, partnered with Taryn Brumfitt’s Body Image Movement for the campaign and encouraged women to post a snap of themselves ‘rocking what they’ve got’ on Instagram for a chance to star in it.
Swimwear Galore has busted the ‘bikini body myth’ with their new Embrace Summer campaign featuring ‘the five bodies of summer’ (Pictured L-R: Helen Bairstow, Hannah Smoorenburg, Emilie Rohan, Mikayla Wain and Krystal Menzel)
‘Australian women are tired of only seeing one type of airbrushed model when they’re shopping for swimwear online and in-store,’ Taryn Brumfitt said at the start of the campaign
As a result, five women of different shapes and backgrounds were chosen to represent ‘the five bodies of summer’.
‘Australian women are tired of only seeing one type of airbrushed model when they’re shopping for swimwear online and in-store,’ Taryn said at the start of the campaign.
‘There’s a direct correlation between the way the media portrays women and the way women report feeling about their bodies. I know I’ve felt the immense pressure to get back to a “bikini body”, but we need to start helping women embrace their bodies regardless of their shape.
With sizes ranging from 10 to 20 and an age range from 20 to 53, the photographs are sure to make all women feel ready to embrace their bodies this summer
Caz Skudar, the co-owner, said that the pressure to have the “perfect” body seems to increase along with the temperature
‘I’m excited to see a brand like Swimwear Galore make such a commitment to every woman in Australia. It’s only when brands like this start challenging the norms of the industry and the media that we’ll see a shift in how women view themselves.’
Since my mastectomy, I’ve embraced plunging one-pieces and don’t mind flaunting my scars.
The five women chosen were Helen Bairstow, a 53-year-old cancer survivor, Hannah Smoorenburg, a 25-year-old size 14 with an E cup chest, Emilie Rohan, a 29-year-old size 12-14, Mikayla Wain, a size 20 competitive dancer and Krystal Menzel, a 29-year-old with an F cup chest.
With sizes ranging from 10 to 20 and an age range from 20 to 53, the photographs are sure to make all women feel ready to embrace their bodies this summer and understand that their is no such thing as a ‘perfect’ body.
Caz Skudar, the co-owner of the company, said that the pressure to have the ‘perfect’ body seems to increase along with the temperature.
Helen (left), who survived stage four breast cancer, said the diagnosis changed her perspective on life
‘This year we’re taking the next step and throwing out the rulebook by highlighting everyday Australian women,’ Caz said
‘For years we’ve provided Aussie women with swimwear that looks and feel good. This year we’re taking the next step and throwing out the rulebook by highlighting everyday Australian women, because we believe that confidence is the best look of all,’ she said.
Helen, who survived stage four breast cancer, said the diagnosis changed her perspective on life.
‘I don’t worry about the little things that used to annoy me, I’m simply happy to be alive,’ she said.
‘I used to love one-pieces because it covered my stomach, as I became more confident I started to wear bikinis. Since my mastectomy, I’ve embraced plunging one-pieces and don’t mind flaunting my scars. After all, those scars are like my wrinkles, grey hair and stretch marks –they’re a part of me.
Since my mastectomy, I’ve embraced plunging one-pieces and don’t mind flaunting my scars. After all, those scars are like my wrinkles, grey hair and stretch marks –they’re a part of me,’ Helen (left) said
She hopes that the industry can ‘let go’ of unrealistic airbrushed ads featuring ‘young, blonde and perfect models’.
‘I’d love to see more everyday women – especially more mature women! I believe that this type of advertising is particularly harmful to young girls and women, especially nowadays since we’re just bombarded with it,’ she said.
‘I am in awe of the women who are part of Swimwear Galore’s “Embrace Summer” campaign. It’s great to see so many women with the confidence to rock what they’ve got.’
Mauritian-Australian, Emilie, added that while the journey to self-love is challenging, it’s also been worthwhile.
Professional dancer Mikayla said that while she has struggled to embrace her stretch marks, she focuses on pointing out what she loves about herself
Helen hopes that the industry can ‘let go’ of unrealistic airbrushed ads featuring ‘young, blonde and perfect models’
‘Growing up, I rarely saw women who looked like me so it’s exciting that my two-year-old niece and other young girls of colour will be able to find someone they can relate to and feel that they’re beautiful too,’ she said.
Professional dancer Mikayla said that while she has struggled to embrace her stretch marks, she focuses on pointing out what she loves about herself.
‘I hate being pigeonholed and told what I can and can’t wear. I want to show off my curves, but retailers seem to believe I should cover up with so much extra material,’ she said.